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India’s automobile industry has recently seen an increase in internationalization. However, crash tests performed in 2017 by the Global NCAP on cars built in India for the Indian market identified numerous models with failing scores and an astounding lack of what are today regarded basic safety qualities. This case examines the interplay between foreign firms, local consumers, and government regulations. Taking the Duster and Kwid as examples, two popular car models in India manufactured by the French multinational automobile company Renault, it allows students to think critically about differences in consumer needs, values, and standards, along with business ethics in an emerging market.

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Author Bio

Wolfgang Messner (PhD, MBA, MSc, BSc) is clinical associate professor at the Darla Moore School of Business, University of South Carolina, where he specializes in international business, particularly on issues of marketing to consumers in India. Messner has spent a total of eight years in India—as professor of international management at MYRA School of Business, visiting faculty at the Indian Institutes of Management in Bangalore, Indore, and Kozhikode, program manager for Deutsche Bank, director for Capgemini, and an entrepreneur consulting to a variety of Indian and multinational companies.

Katherine C. Wilson (BA) is teaching assistant and master of international business student at the Darla Moore School of Business, University of South Carolina. She will also be attending Bocconi University in Milan; her previous international experience includes an academic year of study abroad at Yonsei University in Seoul. Wilson holds a BA in International Affairs and minor in Economics from the University of Colorado, Boulder.